Since global issues (i.e. disruption technology and sustainability) attracted the attention of agricultural system researchers and company, innovation system plays a significant role in the development of agricultural downstream supply chain, in order to make agriculture business sustain. Hence, researches in innovation system for agricultural downstream supply chain are very important in dealing with these challenges.
The quality of rural extension and advisory services is a crucial element in fostering innovation and rural development. This article aims to clarify the concept of quality of rural extension and to develop a preliminary theoretical framework. An ample literature review was conducted in search of articles on service quality and quality of rural extension and advisory services. The first part presents the main results of the literature search on quality of extension services. The definition of quality is not universal.